Luxury / news
De Beers London reopens renovated Madison Avenue flagship in New York
De Beers London has reopened its renovated 2,156-square-foot boutique on Madison Avenue, bringing a retail concept already deployed in Paris and Hong Kong to the U.S. market. The company reports double-digit sales growth since the reopening.
The New York space, measuring 2,156 square feet, reopened last month with a design that pairs references to Southern Africa — where the group's diamond story begins — with the residential elegance associated with London.
Emmanuelle Nodale, chief executive officer of De Beers London, said the boutique has recorded significant double-digit growth since the renovation. The format was first introduced in Paris earlier this year and subsequently rolled out in Hong Kong.
The United States remains a priority market for the brand, which is reporting particularly strong demand for its high jewelry collections. Alongside its own boutiques, De Beers London is pursuing distribution through select American department stores, though prospective partners have not yet been disclosed.
The company is also building up its high jewelry expertise and client development capabilities, aimed at deepening relationships with existing customers and cultivating a new generation of collectors.
De Beers London expects to close 2026 with 24 stores globally. The new retail concept is slated to arrive at several major locations in China next year, while South Korea and Japan are identified as emerging opportunities as the brand widens its international reach.
The expansion comes as De Beers Group pursues a broader transformation, working to support natural diamond demand and reinforce its consumer-facing businesses.